Saturday’s ad is for Schlitz, from 1948. It’s one Schlitz’s three-panel ads that all used the same text about being curious, tasting the beer, and then understanding. It’s the Schlitz version of Kübler-Ross stages, not of death, but of beer tasting. All the people in the ad are dressed like cowboys, but they don’t look real, to me at least. With the adobe house in the background, they look like they’re in Arizona or New Mexico, among the cactuses, but dressed up like cowboys.
Friday’s ad is for Schlitz, from 1952. In this case the interruption that’s so pleasant is the little woman bringing her man, who’s busy working on the taxes, a beer. He certainly looks pleased. In my household it’s my wife doing the taxes, while I cheer her on from the sidelines, while both of us drink beer.
Tuesday’s Christmas Eve ad is for Schlitz, from 1952. It’s a beautiful illustration of an attractive woman carrying a tray with two beers on it caught beneath some mistletoe just as a dashing young man leans in, presumably to exact the kiss demanded of being under the mistletoe. Hoppy Holidays. You can see the artwork alone on my Beer in Art Tumblr.
Monday’s holiday ad is for Schlitz, from 1966. I guess it’s a humorous ad, but not to George. While wrapping George’s gift of a six-pack of Schlitz — George is not this guy’s best friend, presumably — he decides to drink one of the cans of beer, thinking to himself. “I wonder if George will mind getting a 5-Pak.” Yes, I think he will. But I think what George will mind most of all is getting such a shitty present to begin with. Sheesh.
Thursday’s ad is for Schlitz, from 1956. It was a Thanksgiving ad for Schlitz, starting with the ad copy “Lighten the Fun!” And how do we lighten the fun, you may be wondering. Well, “For Thanksgiving … add Schlitz!” Of course, why didn’t I think of that? Hmm, I also wonder what whoever wins the wishbone will wish for? Happy Thanksgiving.
Tuesday’s ad is for Schlitz, from 1948. The tagline reads, “Refreshingly Different!” And while it’s certainly different, I’m not quite sure how something can be refreshingly different. But if anything could, I suppose a bear waitress in a green polka-dot apron and ice skating to deliver a Schlitz with two glasses would definitely fit the bill.
Monday’s ad is for Schlitz, from 1952. In what looks like a hunting lodge, or at least a rec. room, a younger couple sits on a couch drinking beer out of tall pilsner glasses, while an older gentlemen with a pipe appears to be showing off his red hat. He sure looks like he’s digging that hat, but the blonde couples’ smiles look more polite than sincere.
Monday’s ad is for Schlitz, from 1953. It’s a fairly typical Fifties-era ad for Schlitz, with the illustration showing a woman in a pink dress seated beneath a tree on a grassy knoll as her beau hands her a glass of Schlitz. One of my first dates with my wife was a picnic on Angel Island, but we looked like nothing like this couple. Oh, and I didn’t bring Schlitz.
Friday’s ad is for Schlitz, from 1960. The ad shows a couple playing the boardgame Monopoly, and drinking Schlitz, of course. My kids have gotten into Monopoly lately, but I can’t ever remember playing it with just two people. It’s not nearly as much fun that way, so maybe that’s why they need the beer.